PerformanceIn: Preparing For A Cookieless Future With Contextual Advertising
The research team at Captify have gathered useful content from industry members that can help brands get powered up with all things cookieless. This spotlight is from our friends at PerformanceIn.
This article evaluates how the wider industry will continue with plans to deprecate the use of third-party cookies and battle for consumer privacy, despite Google’s delay.
Takeaways:
- Advertisers and publishers must test and optimize cookieless options instead of waiting for when Google finally removes third-party cookies
- The ability for ad tech companies to target customizable contexts in advertising is essential—real-time updates and high intent moments can drive improved results and conversions
- Companies can use this new cookieless era to build strong connections with their consumers—by respecting their privacy now and creating more positive emotions with anyone who interacts with that brand, rather than focusing on outdated targeting strategies
Read the full article here
